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RADIO ?
of broadcasting the games
connected with the league less than ten months. His programs at that time had been commercially sponsored by the Dodge Company and by Chesterfield cigarettes, among others, so that he continued to broadcast throughout that year.
Frick's final contract was as master of ceremonies on the Chesterfield hour and that did not expire until December 31st, 1934, so that for three weeks he was both National League president and radio announcer. Indeed, when the New York Chapter of the Baseball Writers' Association of America gave Frick a dinner at Leone's on his elevation to the presidency, he had to excuse himself during the ceremonies to handle the Chesterfield program.
Sounding out Frick on radio as an attendance inflator, I asked him what its effect was on other sports and learned that he has given it considerable study.
"The chief benefits of radio to a sport seem to be accumulative," said Frick. "For instance, I question just how much radio means to boxing. Boxing is a one-shot sport. The enjoyment a listener receives from hearing a broadcast of a big fight does not necessarily mean that he will become so interested as to go to the next fight.
"On the other hand, I think that the growth of interest in football may be traced almost directly to the radio. Until football games were broadcast, they held little interest for the man in the street. College graduates or those who had followed football (Continued on page 58)
Wide World
Above, Ford Frick, (left), president of the National League, with baseball czar, Judge K. M. Landis.
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